A successful film might have one or two follow-ups, but studios often preferred creating new, standalone stories. Fast forward to the 21st century, and the landscape has transformed dramatically. Today, universes—interconnected webs of characters, timelines, and stories—have replaced traditional sequels as the dominant model.
From the Marvel Cinematic Universe (MCU) to expanding horror and fantasy franchises, audiences now expect their favorite worlds to grow beyond single narratives. But why did this shift happen, and what does it mean for the future of storytelling?
Early Days: The Rise of the Traditional Sequel
Sequels have existed for decades, but their purpose and frequency were very different from today. In the 1970s and 1980s, sequels usually followed massive hits and were designed to capitalize on a single character or storyline’s popularity.
Movies like The Godfather Part II (1974) and Star Wars: The Empire Strikes Back (1980) proved that sequels could offer deep, rich storytelling rather than just being cash grabs. However, even with their success, sequels were often seen as risky ventures. Studios worried that audiences might not return for a second or third installment, and they were careful not to dilute a brand.
At the time, sequels were linear: one movie following another, often with escalating stakes but confined to a relatively straightforward progression.
The Turning Point: Marvel and the Birth of the Shared Universe
Everything changed with the arrival of the Marvel Cinematic Universe. Beginning with Iron Man (2008), Marvel Studios introduced a revolutionary concept: standalone movies that interconnected into a broader, unified narrative.
Rather than focusing on one character’s journey alone, Marvel crafted individual films for Iron Man, Captain America, Thor, and others—each telling self-contained stories but planting seeds for a larger crossover event. The Avengers (2012) was the culmination of this careful groundwork, proving that audiences were not only willing but eager to follow multiple storylines across different films.
The MCU’s success demonstrated a new truth: interconnected storytelling could sustain long-term audience engagement far more effectively than isolated sequels. Instead of risking fatigue after three or four films, Marvel offered an expanding universe where each new entry enhanced the experience of the whole.
Economic Incentives: Why Universes Make Sense for Studios
From a business perspective, creating a cinematic universe is a masterstroke. A traditional sequel relies on a single storyline’s momentum, and if interest wanes, the entire franchise can falter. Universes, however, diversify risk by introducing multiple characters and narratives.
If one film underperforms, others within the same universe can still succeed. New characters can reinvigorate interest without abandoning the established brand. Merchandise sales, streaming deals, theme park attractions, and cross-media storytelling opportunities multiply dramatically.
Studios like Warner Bros. (with the DC Extended Universe) and Universal Pictures (with attempts like the “Dark Universe”) have tried to replicate Marvel’s model, understanding that universes offer a more sustainable, long-term revenue stream compared to linear trilogies or sagas.
The Psychological Appeal: Building a World, Not Just a Story
For audiences, universes tap into a deep psychological satisfaction: the love of immersive worlds. Fans don’t just want to watch a story; they want to inhabit it. Detailed worlds offer endless speculation, discussion, and emotional investment.
With universes, viewers feel they are part of something bigger. They enjoy piecing together connections between different movies, identifying Easter eggs, and theorizing about future crossovers. It creates a communal experience that single, isolated films rarely achieve.
This world-building approach transforms passive consumption into active participation, extending engagement far beyond the runtime of any single movie.
Expanding Beyond Superheroes: Other Universes That Work
Although Marvel set the template, cinematic universes have expanded into other genres successfully. Consider The Conjuring Universe in horror, starting with The Conjuring (2013) and branching into films like Annabelle and The Nun. The idea of linking standalone horror stories through shared lore proved just as effective at fostering fan loyalty.
Similarly, the MonsterVerse—including Godzilla, Kong: Skull Island, and Godzilla vs. Kong—built excitement by connecting giant monster films into an overarching narrative without making direct sequels mandatory.
Even animated franchises like Spider-Man: Into the Spider-Verse have embraced the idea of multiversal storytelling, offering layered experiences across different films while expanding character rosters.
Pitfalls and Challenges: When Universes Go Wrong
While the universe model offers many advantages, it’s not without risks. Studios often underestimate the careful planning required to make interconnected stories coherent and satisfying. Rushing to build a universe without laying a strong narrative foundation can backfire.
Universal Pictures’ Dark Universe famously collapsed after the critical and commercial failure of The Mummy (2017), which attempted to launch a connected world without establishing compelling individual stories first.
Audiences can quickly detect when connections feel forced or when character development is sacrificed for setup. Successful universes like Marvel’s balance interconnectedness with the ability of each film to stand on its own merits.
Future Trends: Where Universes Are Headed
As cinematic universes mature, they are evolving. Marvel’s Phase 4 and Phase 5 explore the concept of multiverses, introducing infinite versions of characters and timelines. DC Studios, under James Gunn’s leadership, is rebooting its approach with a new interconnected universe but allowing room for standalone projects like The Batman (2022).
Streaming platforms like Disney+ and HBO Max have also enabled the expansion of universes through television series. Stories that once would have been side plots now get full, serialized treatments that deepen world-building even further.
In the future, successful universes will likely emphasize flexibility: telling stories across different mediums, tones, and even genres while maintaining cohesive themes and emotional continuity.